This paper investigates the role of generative Artificial Intelligence (AI) in academic settings, focusing on its effectiveness in providing feedback during the brainstorming phase of the design process. A controlled study with 25 students (n=25) compared feedback from Generative AI (GPT-4) to that from six human educators. Findings reveal that AI-generated feedback enhances student motivation during ideation and facilitates iterative idea refinement. Generative AI’s ability to deliver rapid, scalable feedback proves advantageous in resource-constrained contexts, supporting more effective design processes. This research highlights the potential for AI-driven feedback mechanisms to transform human-AI collaboration in design education, addressing key challenges in personalized and scalable feedback delivery.
